从中西文化差异角度分析商业广告语的翻译

Translation of Business Advertising Language from the Cultural Perspective

Abstract

Advertising language has its unique features and contains a certain cultural connotation. Advertising translation, as a cross-cultural communication activity, is not only a kind of language converted into another language, but also can attract readers by naturally identifying them with the deep cultural connotation of advertisements..
In doing advertising translation we must pay much attention to the cultural background of the target language. This is due to the fact that high quality translations can not only accurately transfer information, but enables readers to be more associative with culture and aesthetics, thus a good advertising effect. Meanwhile, a successful translation can also publicize the culture of a nation and enhance its cultural exchanges with other countries. Only by understanding the source language and target language culture can the translator convey the cultural connotation and advertising message in a flexible and effective way.
 This paper, by citing successful and failed cases of translation, firstly deals with the influence of cultural differences on advertising translation in terms of aesthetic taste, numbers, social customs, colors, signs and symbols, psychological structure and cultural values. Then it focuses on the discussion of the principles and strategies adopted in advertising translation. The last part serves as a conclusion of the essay.

Key Words: Advertising Translation,    Cultural Differences,    Cultural Connotation
从中西文化差异角度分析商业广告语的翻译

内 容 摘 要

广告语言作为一种特殊的实用文体,有其独有的特点,并蕴含一定的文化内涵。广告语言的翻译,是跨文化的交流活动,它不仅仅是将一种语言文字转换成另一种语言文字,而且使读者自然而然地认同广告的深层文化内涵,通过被吸引而产生广告的效应。
    广告翻译必须注重目的语的文化背景,高质量的翻译不仅可以准确传达信息,还能引发读者的文化联想和审美想象,产生良好的广告效应,同时也可以达到宣传推广本民族文化及增强文化交流的作用。因此，作为译者，要想能够灵活、有效和得体地表达出原语中的文化内涵以及广告信息,就必须了解源语和目标语的文化,确保信息准确传递。
   本文结合广告翻译成功和失败的案例,首先从审美品位、社会习俗、颜色、数字、心理结构，文化价值等六个方面分析文化差异对广告翻译的影响，然后探讨广告翻译的原则与方法，最后总结全文。

关键词： 广告翻译   文化差异   文化内涵

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